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Brawijaya Edupark is one of the tourist destinations in Malang, East Java, which was previously known as Taman Wisata Senaputra. The change of the name Senaputra Tourism Park to Brawijaya Edupark is a new thing for the people of Malang City. The purpose of this research is to describe the image of Brawijaya Edupark educational tourism after the name change from Taman Wisata Senaputra. This study uses a qualitative method. The data collection process was carried out by means of interview, documentation, and observation. The result showed that the branding carried out by Brawijaya Edupark was to raise the concept of recreational tourism and early childhood education, "Fun Learning Through Playing". This concept can build an image of educational tourism for Brawijaya Edupark by integrating tourism communication in the form of publication, cooperation, and event. There are obstacles in this branding such as the lack of facilities and awareness of visitors to children's information education, making the process of achieving Brawijaya Edupark's tourist destinations not optimal. Keywords: Tourism Communication, Branding, BrawijayaEdupark Abstrak:Brawijaya Edupark menjadi salah satu destinasi wisata di Kota Malang Jawa Timur yang sebelumnya bernama Taman Wisata Senaputra. Peralihan nama Taman Wisata Senaputra menjadi Brawijaya Edupark adalah hal baru bagi masyarakat Kota Malang.Tujuan dari penelitian ini adalah untuk menggambarkan citra wisata edukasi Brawijaya Edupark setelah peralihan nama dari Taman Wisata Senaputra. Penelitian ini menggunakan metode kualitatif. Proses pengambilan data dilakukan dengan cara wawancara, dokumentasi, dan observasi, Hasil penelitian menunjukkan bahwa branding yang dilakukan oleh Brawijaya Edupark yakni mengangkat konsep wisata rekreasi dan pendidikan anak usia dini, “Fun Learning Through Playing”. Konsep ini dapat membangun citra wisata edukasi bagi Brawijaya Edupark dengan pengintegrasian komunikasi pariwisata yang berupa publikasi, kerjasama, dan kegiatan/event. Terdapat hambatan dalam branding ini seperti kurangnya fasilitas dan kesadaran pengunjung akan pendidikan informal anak, membuat proses pencapaian tujuan wisata Brawijaya Edupark tidak maksimal. 

Branding Brawijaya Edupark Sebagai Wisata Edukasi di Malang